The Huffy Corporation is a mass-market bicycle company headquartered in Dayton, Ohio. Huffy’s internal design team wanted a unique brand for their studio that they could use to distinguish themselves from the corporate office and promote their services to outside clients.
The concept came while looking at a photograph of a bike frame above my desk that looked like a “H”. The design team’s function is to constantly create new decals and stickers so it made sense for the brand to be flexible — have a stationary element that could be altered. Each designer was given their own variation of the logo to match his/her unique personality.
A challenge I faced was that The Huffy Corporation was already using three different logos — Corporate, Headstock, and Downtube marks. I wanted to reduce the noise and increase buy-in so I used the logotype the designers had created.